Selling when Brand Image Matters [PDF]
Journal of Institutional and Theoretical Economics, 2011 This paper studies profit-maximizing seller behavior when brand image affects demand. We consider a seller facing a population of consumers with heterogeneous tastes regarding product quality and brand image. First, we analyze active branding by the seller through costly advertising.
Buehler, Stefan, Halbheer, Daniel
openaire +2 more sources
When employer brand image aids employee satisfaction and engagement [PDF]
, 2017 Purpose – The purpose of this paper is to test whether employee characteristics (age, gender, role and experience) influence the effects of employer brand image, for warmth and competence, on employee satisfaction and engagement.
Davies, Gary +2 more
core +3 more sources
MENCIPTAKAN GREEN BRAND PERSONALITY BAGI MEREK RAMAH LINGKUNGAN
Matrik, 2018 Tujuan penelitian ini adalah menjelaskan pengaruh green brand terhadap green brand personality, pengaruh green brand terhadap green brand image, pengaruh green brand image terhadap green brand personality, peran green brand image sebagai mediasi pengaruh
Gede Suparna +3 more
doaj +1 more source
Vodafone: the relationship between brand image and online marketing strategies [PDF]
, 2018 The competition in global marketplaces is progressively increasing due to a large number of local players that form the telecom industry. For this reason, it is essential for companies to establish a strong brand image to maintain its position in the ...
Garcia Medina, Irene, Hasan Mahmud, Niaz
core +2 more sources
Building brands through experiential events: when entertainment meets education [PDF]
, 2018 Experiential marketing is increasingly getting companies’ attention as a strategy to interact with consumers and engage them to better convey their brand image and positioning.
Addis, Michela +2 more
core +1 more source
The national image of global brands [PDF]
, 2002 As the Chinese use characters based on ideograms, international brands have to choose a proper Chinese name for the market. This paper presents the findings from a detailed study of the Chinese names of 100 international brands along three dimensions ...
Fan, Y
core +1 more source
THE EFFECT OF NEW IDENTITY, NEW IMAGE, AND REPOSITIONING AS A PROCESS OF REBRANDING TOWARD BRAND LOYALTY, BRAND ASSOCIATIONS, PERCEIVED QUALITY AS PART OF BRAND EQUITY [PDF]
Russian Journal of Agricultural and Socio-Economic Sciences, 2018 Media companies are growing rapidly, along with technological advances, where the success of a media must be supported by brand management. This study examines corporate rebranding by changing name, logo and slogan in influencing brand equity in media ...
Setiani T., Antoni, Sujoko A.
doaj +1 more source
Yacht modeling design method based on brand image
Zhongguo Jianchuan Yanjiu, 2020 Objectives Based on kansei engineering theory, a yacht modeling design method based on brand image is proposed to improve the yacht company's brand recognition and competitiveness.Methods Firstly, representative samples and brand image vocabularies of ...
CHENG Yongsheng +2 more
doaj +1 more source
The Influence Costumer Cognitif Factor on Brand Equity Through Brand Personality
Jurnal Manajemen Industri dan Logistik, 2023 The purpose of this study is to analyze the influence of consumer cognitive factors such as brand association, perceived quality of the brand, brand image, and brand reputation on brand equity both directly and indirectly via brand personality. This type
Fery Riyanto +4 more
doaj +1 more source
PENGARUH SALES PROMOTION TERHADAP KEPUTUSAN PEMBELIAN DENGAN CITRA MEREK SEBAGAI VARIABEL INTERVENING (Studi Kasus Pelanggan ShopeeFood di Kota Malang) [PDF]
, 2023 This study aims to determine the effect of sales promotion on purchasing decisions with brand image as an intervening variable. The location of the research was Malang City.
Rayes, Topan Akbar
core